Insurance that puts you first
We believe in making car insurance work for drivers. That means no confusing small print or complicated claims procedures. Just honest, comprehensive cover, you can rely on.
Value for money
We use our love of data and technology to keep our costs low. Then we pass on these savings to you.
Made to suit you
Choose a cover plan to suit your needs and budget. Then personalise it, by picking add-ons and how you'd like to pay.
24/7 claims support
Accidents can happen at any time. That’s why we’re always here if you need to make a claim. Speak to a real person, day or night.
TrustScore 4.2
5,879 reviews
* Showing our four and five star reviews
Easy to use site and competitive pricing
Easy to use site and competitive pricing
Very straight forward
I was quite impressed with the site and was included within the policy. within a few mins i had received the policy. the only thing is that they don't have a app. but i'm sure that will come soon. i chose the plus policy that had extra added. i had a small a small quiry although i had to wait a while i got connected. my quiry was felt with very quickly by dona the agent. i would recommend this company. i also hope that in the future. along with possible following years. nl
The price was ok but i hate auto…
The price was ok but i hate auto renews. i ll only cancel if its not right when i come to renew.
Good service
Good service
A very competitive quote
A very competitive quote with many areas to fine-tune to the individual's needs. the website is well constructed and easy to negotiate. on completion of the transaction immediately received documentation. no complaints from me.
Bought through gocompare & had no…
Bought through gocompare & had no issues using prima site.
I couldn't locate my policy and they…
I couldn't locate my policy and they helped me rectify this with minimal fuss
Easy live chat experience
Needed to make a change to my car policy renewal quote. first talked to the bot on live chat, then transferred to an agent who was avail within a few minutes. all great. all sorted. job done. so easy.
Great service
Great service, unfortunately we had to cancel the insurance but ijeoma was great and very friendly and efficiently dealt with our issue!!
Clear and easy website
Easy to use website everything clear to understand. hopefully the service will be the same
Very easy site to use
Very easy site to use
Kevin was good
Kevin was good, prompt with chat replies. overall insurance experience was good for last year. the downsides-1) really not sure why prima increased the price when my car is actually a year older. i hate this algorithmic price rises for autorenewal. loyalty must pay, not the opposite. 2) the bot chat which i don't like.It is good to have a human touch to the whole experience so that i would have been able to discuss some details,negotiate the price for renewal, etc. had to cancel the autorenewal for my sanity.
Covers you for all the important stuff
We offer a choice of comprehensive car insurance plans. Here's a quick look at what our classic Prima plan covers...
If your car is damaged or stolen, we'll repair it, replace it or pay you its market value.
We'll keep you on the road while your own car is getting fixed by a Prima-approved repairer.
If your windows or windscreen need a repair or replacement, you'll just pay a small excess. We'll cover the rest.
If you or your partner are seriously hurt in an accident in your car, we'll pay £5,000 in accident support.
Keep your no claims bonus and get back your excess if you're hit by an uninsured driver.
For up to 90 days, you'll enjoy the same level of cover as at home when driving abroad in the EU and selected countries.
If your belongings are lost or damaged in an accident, fire of theft in your car, we'll pay up to £250.
If you're over 25 and eligible, you'll have third party cover to drive someone else's car.
Join millions of drivers who count on us
Trusted since 2015
Our story began in Italy, where we’re now the largest online car insurance provider.
Based here in the UK
We might be Italian-founded, but we’ve built an expert team in London to serve our UK drivers.
FCA regulated
We're authorised and regulated by the Financial Conduct Authority (FCA). They set the standards for protecting customers across UK financial services.
Common questions
Find answers to things that drivers often ask us.
Yes. When you get a quote with us, you can personalise your cover and boost your protection, by adding on extras like:
- Motor legal cover
- RAC breakdown cover
- Upgraded courtesy car cover
Some of our car insurance plans even have these add-ons bundled in. For example, our Prima Premier car insurance includes motor legal cover and breakdown cover.
We try to cover the important stuff. But with all our car insurance plans, you won’t be covered if:
- Someone not named on your policy drives your car
- You drive without a valid driving licence
- You drive under the influence of drink or drugs
- Your car’s left unlocked or with the keys inside
- You fill up with the wrong fuel
For full details of what is and isn’t included with your cover, you should check your Policy Wording. You’ll see this document when you get a quote with us. We’ll also email you a copy once you’ve bought your policy.
All the car insurance cover plans we offer are fully comprehensive.
This means that you’re covered for damage to your car, as well as any damage to other people (“third parties”) or their property.
We don’t offer third-party only cover.
*10% of our new customers paid £254 or less for our Prima car insurance in January 2026.